The WARC Podcast Unilever's marketing refresh and the rise of B2B creators
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Jul 8, 2025 
Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever, shares insights on the company’s marketing refresh and its innovative influencer strategies. Brand consultant Eugene Healey delves into the rise of B2B creators and the cultural role brands play. Katrina Sturton-Dodd, Editor at Contagious, discusses standout campaigns from Cannes, like the impactful initiatives by Indian Railways and AXA. Together, they explore the shift towards human-centric marketing and the importance of cultural engagement in today’s branding landscape.
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Universal Cultural Embedding
- All Unilever brands can embed in culture by meeting people where they engage, including social media and streaming.
- Brand relevance ties to passion points like home, beauty, and food, central to cultural engagement.
Unilever's AI Integration Examples
- Unilever uses AI in over 500 ways, including real-time consumer insights and modular personalized content.
- AI also accelerates product innovation and optimizes marketing and media campaigns dynamically.
Brands as Cultural Entertainers
- Brands' obsession with cultural fluency partly stems from marketing ego to participate in culture.
- Media fragmentation forces brands to become entertainers and engage within blurred lines of ads and entertainment.